Quest Software Acquisition Funnel Overhaul
I led a multi-functional group to improve a 70% dropoff rate in the conversion flow of Quest’s flagship software, Toad for Oracle.
Despite being a well-known and respected tool for database management, I saw an opportunity to improve users’ first-touch experience and make it easier for them to move from a free trial to a paid subscription.
I pulled together a team to dig into web analytics, conduct user journey and design evaluations, and interpret user feedback to uncover roadblocks to conversion and make recommendations for improvement.
Then I delivered a presentation to the executive team to get support for prioritizing multi-channel initiatives aimed at streamlining new users’ experience.
Below are key slides from that presentation which reflect the scope of work I directed and our recommendations for improvement
Key Results
The impact of the pandemic significantly affected Quest at a critical point when we were implementing recommended changes. Sadly, before the completion of a comprehensive redesign effort, I, along with a substantial portion of the team, faced layoffs.
However, we were able to deploy some incremental updates.
Partnering with Product Marketing and Engineering we launched a simplified intake form and immediately began to see a 40% improvement in the completion rate.
We eliminated the lengthy Toad for Oracle installation process by shifting to a cloud-based implementation.
We began work to consolidate web analytics tools so that we’d have end-to-end user journey visibility.